[3 Question Friday] Still stuck picking your vertical?

Picking a vertical isn’t just about TAM size or margins.
It’s about finding a market you want to serve so well, your competitors don’t stand a chance.

One where your insight is sharp, your intent is clear, and your offers are rooted in real care.
Most agencies skip that part. And it shows.

Here are 3 questions to help you make the right call:

1.  Which market do you actually give a damn about? And how would your strategy shift if you built a category-leading agency to serve those people?
2.  What audience do you already understand better than 95% of your competitors—and how long will you keep ignoring that unfair advantage?
3.   If you could only accept referrals from one type of client for the next year, which one would give you the highest-margin, easiest-to-close deals?

The truth is, vertical specialization only works if you pick a market you’re willing to obsess over.
That’s why I dedicated multiple chapters to it in Anyone, Not Everyone.

Start with Chapter 4 to reframe how you think about “picking a niche,” then dive into Chapters 5 and 6 for filters, scoring, and strategic validation.

Have a great weekend.

CQ